Ballito business woman launches online lingerie store

Administrator
October 31, 2014
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NORTH Coast resident, entrepreneur and go-getter Sarah Swainson has just launched her racy online lingerie store, Sarah Elizabeth.

With many women struggling to find the right brassiere fit, Swainson decided to open the store to cater to this need.

She launched the store at a swanky event at Kingsley House in Ballito on 28 October.

Sarah Elizabeth’s exquisite imported lingerie and sleepwear product ranges aim to make women feel beautiful and confident. For Swainson, it is more than just delivering great products to customers, it is about empowering women to celebrate their bodies and feel confident in what they are wearing.

She describes the new store as ‘Africa’s ultimate online lingerie retailer’.

“I also aim to make the site a place where people go to gather information about various topics. There are already a number of interesting blogs up that visitors can enjoy,” said Swainson.

Swainson, originally a Pretoria girl, was not always in the fashion and clothing field, but started out her working career in the business sector.

She studied a Bcom majoring in marketing and communications and later got into events co-ordinating for business. She worked in UK trade and investment for five years before coming back to South Africa.

“We did huge events – I even hosted the British prime minister, but just missed the queen!” said Swainson.

She said it was around this time that the idea for Sarah Elizabeth started to grow on her, as finding the right lingerie in the UK was easy, but quite a challenge in SA.

“I realised that there really was a gap in the market for this, and decided to go for it,” said Swainson.

Swainson is also a passionate runner. She has run the Comrades Marathon five times and is always looking for a new race to tackle. She just got back from a three-day trail in Golden Gate in the Free State.

“We realised when we got there that it was not for beginners at all and quite technical, but it was a lot of fun. I really enjoy the challenge of running, and I am much happier person when I am training,” said Swainson.

She and her husband Paul have now been living in Ballito since 2011 and love their life here, with their three ‘naughty’ dogs.

Take the opportunity to visit the website – www.sarahelizabeth.co.za.

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